The purpose of a company, the purpose of a brand, and the purpose of packaging are mainly two: to buy my products and promote my reputation.
How to achieve these two goals?If a customer wants to buy me, they have to give them a reason to buy, a reason that is enough to impress them.To pass on my good name to him and recommend to his family and friends, in addition to satisfying him with the product, I also need to directly provide him with recommended language on the packaging, as well as the appearance of the packaging that he can describe in language.This recommended language must be the one he can think of the most and is most willing to use.
So, it's best to use the same recommended language as the reason that moved him to purchase.The slogan is not something I say to him, but something I design for him to say to others.
How can he introduce and describe this product when he recommends it, so that his friends can remember and find it?This is the problem that packaging design needs to solve, the reason for purchase, and the descriptive nature of the design.For example, Chef Bang soy sauce, he would say, "You just buy the one packaged in green squares and sun dried for 180 days."To achieve this result, it is the design strategy we need to consider when designing packaging.Packaging design, copy is more important than design, if design is defined as graphic processing and layout.Because the key to conveying information is copywriting, and most packaging design problems are due to insufficient copywriting, small fonts, and insufficient information.That's why I have always admired the packaging design of coconut juice from the Coconut Tree brand, because it has a large and strong amount of information, providing strong purchasing reasons and thus having strong sales power.
Increase the font size and make it bold! Because this is where the information lies.The packaging itself is an information package, without information, it is meaningless.Packaging is a stimulating signal that sends out effective signals, strong signals, and seeks two behavioral reflexes from consumers: buying my product and spreading my reputation.All human signals are stimulus reflex behaviors.The stronger the ability to stimulate signals, the greater the behavioral reflex.
Packaging is the foundation of advertising. Advertising begins with packaging and serves packaging, starting from packaging and ending with packaging.How can consumers see you before they even see the packaging, on the dazzling shelves of the store, and in the fast swiping motion of their phones?This is the "stunning glimpse" of packaging design, which is the "shelf thinking", how to gain display advantages on shelves, whether physical or electronic.If there is no such step, there is no next step.The stimulus signal of packaging must be able to penetrate through a hundred steps, rather than close combat.
Using store shelves and mobile phone screens as scenarios, packaging design should first catch the eye, allowing it to be discovered and picked up on the shelves; Next is to design the reading order for shoppers, reading comprehension, copywriting, graphic processing, and layout at the fastest speed, to create a sliding effect that allows shoppers to "slide down the slide to the cash register.".Discovery, picking up, reading, understanding, making decisions, making purchases, every step has a design, it's all tactics.Packaging is the largest media of the brand, which is larger than CCTV, Timedia, Taobao and Tiktok. This is the "meta media" theory.CCTV, Timedia, Taobao, Tiktok, etc. are extension media, and packaging is meta media, which is brand's own, eternal, free media.
Packaging design is the focus and decisive point of brand strategy.
For example, Chef Bang has transformed from a seasoning brand mainly focused on soy sauce to a food brand using a unified green grid packaging. The biggest strategy among them is to uniformly use green grid packaging for all categories.If, as many people assume, different colored grids are used to distinguish different categories, it undermines this strategy. Because differentiation is not the ultimate goal, it is not the correct goal.For example, the children's medicine strategy of Sunflower Pharmaceutical is uniformly packaged with the brand role of Sunflower Doll, establishing a kingdom of children's medicine.For example, the packaging design of Honey Snow Ice City takes the metamedia strategy to the extreme from the front door, beverage packaging, and brand peripherals.Everything is one thing, and packaging design is not an independent design task, nor is it just included in brand strategy. On the contrary, packaging design itself includes brand strategy and corporate strategy.
